USING PSYCHOLOGY TO GET THE RESULTS YOU WANT
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USING PSYCHOLOGYTO GET THE RESULTS
YOU WANT
Glyn Parry & Jim BrackinExtra Sensory Perception Limited
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Command the attention of your audience
Increase your positive feedback
Ensure people actually get your message
• Why content is likely to be misinterpreted• How structure is more useful• How the brain files, indexes and gives meaning to memories and events• The one thing that causes 80% of miscommunication in the workplace • How to structure presentations that appeal to all four learning and communication styles• How to keep an audience engaged
Apply this simple structure to all of your presentations
– with immediate and positive results
Seven things you’ll learn today:
USING PSYCHOLOGYTO GET THE RESULTS
YOU WANT
& amaze inspire
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A classic metaphor. Timeless -with relevance to so many things happening around us today. Good versus evil; the lone hero standing up against seemingly impossible odds; the unlikely misfit who appears from nowhere and refuses to be intimidated
The opening sequence from ‘Once Upon A Time In The
West’. Classic Sergio Leone and one of those ‘Films To See Before You Die’. Stunning visuals, great soundtrack,
charismatic performances, genius director
It’s the wild west. Three gunslingers wait at a train
depot. The train leaves, there is a man with a harmonica. There is an exchange of dialogue; the
three men imply that they intend to kill the other man.
There is a stand-off
A scene where each frameis meticulously planned and composed. The photography is rich in colour and textures. The soundscape amplifies background noises into prominent features. And the actors, frequently in close-up, dominate the screen
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Form groups of 7-8
Choose a group leader
Choose a subject
Love Education
You have 1 minute to individually write down 7 words that mean
the same as your subject
Group Leader reads group their words
Group scores 1 point – if everyone in the group has the
same word
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It’s rare to find a group that can agree on more
than 2 words out of the 7
The effect of content is unpredictable
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Pick a memory
Score its intensity
Change the structure
Re-score its intensity
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Typically between 85% and 95%of people will
have the intensity of the memory reduced during
this process
Often structure is more predictable than content
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Colour tends to be more engaging than black and white
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Moving tends to be more motivating than still
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Close tends to be more persuasive than far away
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USING PERSONALITYPROFILING TO GUIDE
COMMUNICATION
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In an ideal world we would know our audience’s personality preferences
A number of you have completed the ESP online personality profiling test
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A ‘hands on’ learner, will rely on intuition in preference to logic and enjoys applying learning to real life situations
Will like to look at different
points of view, segment and
categorize things and use imagination for
problem solvingProblem solver who will find practical, sensible solutions for ideas and theories, needs to know how things work
Concise and analytical, will
learn by thinking things through, likes to know what
experts think
learning styles
4learning styles
4
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If?(what if?)
Why?(why not?)
How? What?
learning styles
4
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Analysis of those completed profiles reveals several profile clusters or trends
The two most prominent can be related to job titles:
Analyst/Planner and Fundraiser
Has anyone in either group ever experienced difficulties presenting to people in the other
group?
Let’s look at why that might be AND how you can present your information more easily to
them
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WHY? - Succinctly answer with the main benefits, using big picture generalisations
HOW? - Incorporate any demonstrations, third party endorsements, testimonials or PR
WHAT IF? - Future pace benefits ‘as if’ they have already happened
WHAT? - Elaborate on the process, in regard to the main benefits in a more specific or detailed style
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Imagine if we had, a simple way to understand the motivations, values and language style of donorswe could combine science and data to personalise our messages, talk to them in their language and increase our response ratesWhen money is tight donors tend be more careful and give only to the causes that they connect with – to safeguard our income we need to be one of those causesI’ve read that other not-for-profits have already used this; Sightsavers increased their response rates by 3%, GOSHCC by 19% and the BUAV by 52%
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WHAT IF? - Future pace benefits ‘as if’ they have already happened
HOW? - Incorporate any demonstrations, third party endorsements, testimonials or PR
WHAT? - Elaborate on the process, in regard to the main benefits in a more specific or detailed style
WHY? - Succinctly answer with the main benefits, using big picture generalisations
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When money is tight donors tend be more careful and give only to the causes that they connect with – to safeguard our income we need to be one of those causesWe can now combine science and data to personalise our messages, talk to them in their language and increase our response ratesI’ve read that other not-for-profits are already doing this, Sightsavers increased their response rates by 3% GOSHCC by 19% and the BUAV by 52%Imagine if we too had, a simple way to understand the motivations, values and language style ofdonors
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Different audiences have different communication preferences
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WHAT is it?
WHY should I be interested?
WHAT IF I have the benefit?
HOW does it work?
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Different people with different preferences for processing information will interpret
communications in different ways
Content is less predictable and therefore less useful than structure in controlling the
outcome
Using sub-modalities such as colour, movement and proximity is more reliable
Structuring your presentations to people’s personality preferences is the most useful
If you don’t have that opportunity, make sure you cover off the four preferences in
your presentation
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USING PSYCHOLOGYTO GET THE RESULTS
YOU WANT
Glyn Parry & Jim BrackinExtra Sensory Perception Limited